Monday, June 08, 2009

Brand Update : Lays

Lay's is on a repositioning mode again. The brand is currently running a new campaign with a new tagline " Be a little Dillogical ".

Dillogical is the new manthra for the brand. The newly coined term represents the logic of the heart ( I think So !). The new campaign with the new tagline how ever does not speak much about the new positioning.

Ever since the brand dropped its famous " No one can eat just one " tagline, Lays has never really caught the consumer's share of mind. None of the campaign with the tagline " Har Program Ka Main Food " really was as effective as the previous campaigns.

In my last post about this brand, I had criticized about the decision to change a famous tagline just for the sake of change . I think the brand never found its soul in the " program ka main food " tagline. This may have created the need for a new tagline.

I don't think that the Dillogical tagline is going to be any better than the last one. Pepsi is obsessed with Hinglish words , the recent one being Youngisthan.

In sheer share of voice and creativity, Bingo has clearly outsmarted Lays. The campaigns of Bingo has always been clutter- breaking and funny. Lays never was able to bring out a classy campaign after its repositioning.

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